Let us start from the basics – what is shopping cart abandonment? This is basically, when a potential customer visits your site and browse through different products before making any purchase – and leave the site before the checkout, abandoning their shopping cart.
In today’s ecommerce world, where more and more money is being made online – eCommerce platforms need to focus on what re the reason that compel customers to leaving their shopping carts abandoned. Customers these days want everything in the most simplest ways possible. And therefore, the site owners should always be ready to give what their customers need the most.
So, what are the most common reasons for shopping cart abandonment? Let’s delve on these in detail:
Multiple steps from cart to checkout could be very frustrating, which will push users to leave the process in between. While, a single page checkout could be complex to users too. At times, you might be ready to pay for a subscription with your credit card in hand, but a long form turns you off.
Your checkout flow should not involve multiple pages with separate billing cost, shipping & taxes etc. The number of clicks should be limited between adding an item to the basket and completing the purchase. You can test what works best for you given the type of products you sell.
Surveys say that a massive percentage of people drift away from completing an order because they are looking for a better price. There could also be other reasons like not displaying price in local currency for international shoppers. So if possible, give your customers an option to see & charge the price in their local currency.
Rather than cutting the price, companies can offer coupon codes on their site, so the visitor doesn’t need to leave the site in search of discount codes.
A high charge for shipping is the most common reason that hampers the conversion. A lot of shoppers abandon shopping carts because the shipping charges were too high. This is the biggest drawback of online shopping, that your bought item only reaches in your customers’ hands after a pre-fixed delivery period.
More than half of online retailers offer free shipping. While free shipping for international orders can hurt your bottom line, your store must offer free countrywide shipping as a gesture of saying thank you to the many customers who paid in advance.
No Clear Calls To Action
Many ecommerce sites do not guide the user at every step and present him with the next step. There are 90% chances that a user who has come to your website for the first time, might not return to your site ever again.
Your site structure should be simple and easy to navigate while optimizing it for displaying related products under each category. Include clear call to action (CTA) while handholding your customer to browse the other categories before he calls it quits.
Hidden Or Additional Charges
The biggest disappointment for a customer is to discover hidden fees and additional charges in the last step – when he is ready to seal the deal. So refrain from adding up to the sale price without explaining it to them clearly.
The best way is to offer a calculator within the shopping cart. Also allow your customers to check on the contents of their shopping carts and the total charges before they complete the checkout by smartly including it in your design. This way he can keep a check on the total amount at all times during the shopping.
Compulsory Sign Up
Yes, you would want to do everything to get the email address of every single visitor who comes to your site, but forcing them to register an account in order to do this – is a big mistake.
Once the customer is through with his shopping, you will ultimately get access to his details – which will definitely include email address too, so why worry about it in the first place. Allowing customers to shop with a guest checkout can massively reduce the number of dropouts.
Missing Continue To Shop Button
Many ecommerce sites don’t give the shopper the basic ‘Continue to Shop’ option as soon as they’ve added an item to the cart, which forces them to limit their purchases. They fail to realize that the customer might need to change his order at the last moment or might want to keep shopping without losing his cart contents. There should be an option to “Continue Shopping” at all times.
Lack Of Payment Options
Many online businesses fail to realize the importance of not providing different payment methods to customers. Regular online shoppers will cancel a potential purchase if their preferred payment method is not available.
Payment options help bring new customers. So include all the popular credit and debit cards on your site. Besides also include the popular payment options for international shoppers. Also offer popular local payment methods.